There’s nothing like naming and shaming to curb bad behaviour, while plastering photos of perpetrators all around town is no doubt even more effective. (We’ve also seen the posters of the cat poisoner and that guy who cheated on his wife, right?)
In this vein, an innovative and interactive campaign has been launched in Hong Kong in an attempt to shame litter bugs into picking up after themselves.
As part of the Hong Kong CleanUp Initiative, Ogilvy & Mather Hong Kong have launched “The Face of Litter”, a scheme that has used DNA left behind on Hong Kong rubbish to create a visual representation of the person who dropped it.
Confused? Watch the video.
As age can’t be determined through DNA alone, other factors – such as demographics based on the litter itself and where it was found – were used to estimate this integral component.
Reed Collins, chief creative officer Ogilvy & Mather Group Hong Kong, said: “This campaign is one of a kind. It’s interactive. It’s innovative. It’s our own science experiment that we’re using to create social change. Litter is such a major problem in Hong Kong and thanks to newly available DNA technology we can now put a face to this anonymous crime and get people to think twice about littering.”
Digitised portraits of the perps will be stuck up across the city and online. Make sure you don’t recognise yourself – although you probably won’t unless you look like some kind of freaky space-monk.
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